When it comes to shoe buying, it barely gets better than France. France comes second in the whole world for the sheer amount of shoes purchased a year, a cool 370 million pairs a year have fitted to perfection to french feet, a figure that shows the importance of panache to our continental counterparts. The French market is also holding is finger firmly on the pulse of the independent market, an important buying group and one which holds many brands together. Unlike the dwindling levels in Britain, France has not given in to the High Street and still has its traditional sense of individuality in terms of buyers and retailers... leaving doors open for several kinds of brands in its market... not just those whose price is right.

For this very reason, diversity is fairly strong at Midec. Though an absolute tiny show compared to MICAM and GDS, it is slowly creeping in with a generous budget to growth and a substantial marketing strategy to become a real alternative, and one that can be fully digested within a day or two. The new look Midec was launched in February 2006 and has increased the shows level of exhibitors and visitors. The show is segmented into several separate spaces There is the fantastic "Imagine" area, a showcase for up and coming conceptual designers from high end design to out of the ordinary product. This season saw everything from the downright ludicrous (but perhaps good window dressing products or new and innovative ways to make add on sales) to the most fashion forward shoe sculpting seen in a smaller show like Midec. Though the area is yet to be developed fully, it is definitely something to keep an eye out for in the near future. Its main plus point for up and coming and new designers and brands is that it offers them the opportunity to develop projects in partnership with industry professionals. Olympia, a traditional sock supplier in France who have branched into the luxury market with their range of stylish slipper socks that rival design levels of a top end footwear designer. The brand are looking strong to break markets with their wonderful T-Thing product, a shoe accessory that slips on the base of the foot and between the toes which stocks the rubbing of flip flops and dresses up any shoe, with several colours and designs. Also interesting in this area were Clackett. Just a year old, this company are using a new material called Pevechouc to create flat sandals that mould to your feet and feel as though you are not wearing shoes. Although very thin, one can walk on any surface in them comfortably, and they can withstand any temperature, from minus ten centigrade to sixty degrees centigrade and retain the foots natural temperature. They are also entirely environmentally friendly.

"Capture", as a segment of the event, had a real cutting edge feel with trendy, fashion forward, casual and funky brands. With fun branding, and well known dj sets, the section aims to operate to the beat of urban culture. The bar area, cocktail and champagne events greats a relaxed feel for buyers to enjoy. Brands this season include, Converse, El Naturalista, Hush Puppies, Merrell and Von Dutch. Ethnically inspired and environmentally friendly brand, Think! were very successful at the show in this area, with a wonderful illuminated stand in a central position. "This is the first time for us in this area and we have written many orders" Says Pamela Hamedinger from the brand "The show is also good for substantial brand exposure."

"Just for Kids" is exactly what it says it is, a haven for all children's brands, with a fresh, happy and playful atmosphere. Identifying itself with strong colours and signage, this area is a strong section of the show with brands including Kickers, Moschino, Primigi and smaller brands like Diggers.

“Influences" covers basic high street fashion brands for men and women, a general section with a good range of well known and lesser know brands with good price points, including brands such as Ara, Allrounder by Mephisto and France Mode. The area covered a broad range of brands.

"Feel Good", is according to the organisers an area "dedicated to groundbreaking products in the comfort sector", included brands such as "Living Kitzbuhel", a new and innovative adult and children's slipper brand and La Maison de l'espadrille, a beach sandal and comfort footwear brand, selling espadrilles and ballerinas.

Extensions is the area dedicated to shoe care and other extra products such as carrier bags and retail technology. This area included brand such as G.P.S Spa, who sell shopping bags, automatic paper and gift box and Collinil France, experts in shoe care, insoles, laces, slippers and socks.

Midec also offers the experimental feel of some larger events, with a close alignment to new and old fashion figures that are an important part of the footwear sector. The Aficionado and Art Gallery section of the event create further interest for buyers wandering the aisles, and this year included "Bottes Boots, Bottines & Co", a hub for creativity launched by the Romans Museum of prototypes submitted by students. This section also displayed some wonderful items from the Romans Shoe Museum from shoe designers from the past including Mr Raymond Massaro who was present at the event.

"We are experiencing growing numbers of British exhibitors and visitors year on year, but it still an area we wish to improve on" explains Francois Brown de Kilmane, Organiser of the show " We have over 9,000 visitors over the three days that we run the show and all of these are professionals who visit to buy. These come from all areas of Europe, but we think the British buyer should experience Midec."

Of course, there is no debate about whether Micam offers the highest trends or the broadest range of product, but with many buyers and retailers hanging up their " trudging the aisles of Micam" trainers and opting for personal agent and showroom visits to save expense and hassle, perhaps a show like Midec offers that happy medium. It is a two hour Eurostar ride from London and one night in a Parisian hotel would suffice to get yourself around the event and out of the door. The main difference with the show, as opposed to others based in the UK is that it still covers all area, famous brands, unique designers and children's, but does not leave you spoilt for choice. With the excitement of Whose Next Premier Classe and Pret a Porter going on right next door, it is also a great option for the clothing boutique which also stocks shoes.

"It is interesting for British buyers to see the international and french trends and fashion" continues Brown de Kilmane "British manufacturers should come here to understand the french market and the way it works, there could be a lot of opportunities for them to work with the French industry."

KEY TRENDS AT MIDEC

Trends this season on the continent, just like at home spanned several areas, centering on metallic finishes and bold, candy and jewelled brights for girls, functional and hard wearing for men and children and a handful of bling in girls shoes. Ballet flats are holding on to their title as that "Must have shoe" and jewelled accents, rivets, studs, and Swarovski crystal added a bit of sparkle to everyones offerings. The natural and environmentally friendly, very topical at the moment, continues to be of interest for next spring/summer too

BOLD, BRIGHT AND BEAUTIFUL

These shone in metallic, stood out in shiny patent and looked the part in sports casual for a real retro feel for another season. Acid brights glowed once again for Spring/Summer in Europe too, holding another season to rocky tee shirts and skinny jeans that look great with styles such as preppy pumps in bright green, yellow and pink and acid bright flip flops for that summer beach holiday. We loved beautiful pink metallic flat pumps by Anna Winslip and an array of jewelled bright lace up pointed brogues for the more daring male customer.

COUTURE DE LUXE

Diamonds are a girls best friend, and indeed Midec offered the French ladies some oo la la! with an array of Swarovski crystal shoes, diamante accents and mirror high shine for dressed up glamour for all the family. Children's shoes were blinging as youngsters increasingly demand a more personal touch on the shoes they wear. We liked a range from Primigi of sparkling diamante trainers for kids and a beautiful ladies range by Michael Cazabat, including a high square toe sandal with Swaroski crystal finishing.

HIGH DESIGN

Highly technical fashions that are orientated towards the future were ever present in areas of the show, particularly in high fashion sectors such as Imagine and Capture. These included 1960s and 1980s inspired designs, architectural finishes and experimental footwear including hybrid sports.Colours here included metallics and softer powdery tones. We liked a mirror silver roped wdge my

HERITAGE

This trend takes us back to the European heritage, with the feeling of traditional craftsmanship and artisan accents. This section mixes the old with the new. in jungle greens, indigo, chocolate browns and coppers. Wedges, espadrilles, raffia finishes shoes and summer brogues and boots were fitting here for men.

ETHNIC/MULTI CULTURAL

Casual with natural materials including hand sewn, frayed, bio look , plaids, stripes and eaving in white , off white, natural shades and coloured neutrals. We loved the range by Think! which included frayed, hand crafted shoes with metallic accents.

Next years Midec will take place In February.

Contact:
Agence Marilyn Morozzo
Communication
Florence Boudier
15 rue de la Banque
75002 - PARIS - FRANCE
Tél. : +33 (0)1.42.12.77.11
E-mail : flo@morozzo.com

Printer friendly version

Email this article to a friend